Levi Roots pitched Reggae Reggae Sauce to the Dragons on the UK version of Dragon’s Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-inspired barbecue sauce and sought investment to expand production and distribution. Peter Jones and Richard Farleigh offered £50,000 in exchange for a share of the business, creating one of the programme’s best-known success stories.
The pitch helped transform Roots from a musician and small food producer into a nationally recognised food entrepreneur. Reggae Reggae Sauce was subsequently distributed through major retailers and became the foundation of the Levi Roots brand, which expanded into other food products.
The investment details are sometimes misstated because several Dragons were involved in memorable food pitches. The well-known deal was made by Jones and Farleigh, not by every Dragon on the panel. Roots also became famous for combining music, Caribbean identity and food marketing.